assess innovations with virtual research · assess innovations with virtual research rethink health...

1© GfK October 28, 2016 | GfK PackEdge

Assess

innovations

with virtual

research

Rethink HealthBasel Oct 27th 2016

Anders Örbom

2© GfK NORM | October 2016 | Rethink Health

What’s going on at the moment of truth


Virtual

meets

reality


A new

decision

interface for

shoppers


Instant

information

available


Rise of a

new paradigm

within

researchNeed for

implicit

research

AUTO

PILOT

PILOT


Source: Daniel Kahneman. Thinking,

Fast and Slow, 2011

Ultimately the shopper

ends up at a

choice situation

shelf/pharmacy

AUTOPILOT

System one

Implicit

PILOT

System two

Explicit

Input Decision

Thinking

Slow

Serial

Controlled

Effortful

Rule-governed

FlexiblePerception

Intuition

Reflection

Action

Fast

Parallel

Automatic

Effortless

Associative

Slow-learning


Why is Simstore now even more relevant for consumer health?


Activate innovative virtual shopper research methodology

Co-development with Merck

Our common goal is

to activate innovative

virtual shopper

research methodology

for the pharmacy

environment.

We will therewith

become a first mover

to generating shopper

insights virtually in the

healthcare industry


Co-development with Merck

Optimize: Pharmacy environment, shelf and interaction with the pharmacist

92%

1,3s1

2

98%

1,0s

84%

0,6s

3

4

Possible routes in store

ShelfP

O

S

Shelf

Shelf

Shelf

Shelf

Shelf

ShelfEntrance

Shelf

Shelf

POS

Short route

Long route

1

Hot spot in store, everyone pass.

Best location for POS-material


Demo 2016

McDonalds

https://simstore.gfk.com/surveys/preview/10207/leg/0

password: demo

Supermarket VR

http://okijk.nl/test/jumbo/

https://simstore.gfk.com/surveys/preview/10207/leg/0



Demo:

Entrance to the

store – moving

by clicking on

the numbers


Demo: As you approach a specific category– a shopper task is presented

Demo: As you

approach a

specific

category – a

shopper task is

presented

”Imaging that

you are out of

shampoo and

conditioner at

home”…..


Demo: Getting

as close to the

products as

needed to make

a selection




Imagine a situation

where you easily

could listen to

dialogues

between:

…you could gain fantastic new insights and improve the

experience for shoppers and patients

Shopper/

Patient

Pharmacist

HCPsPatient


The conversation between the

shopper and the store staff is

simulated in an online virtual

environment, thus capturing

how the conversation effects

attitudes and purchases


BUY

PICK UP

Respondents conduct the

“store visit” online and are

give specific shopping

missions. They “meet” the

store staff and a

“conversation” between the

consumer and the staff is

recorded.


https://player.vimeo.com/video/188951723

https://player.vimeo.com/video/188951723


Lead - don’t follow

Stay ahead of competition by being first to identify changes in consumer/patient needs.

Test different dialogues at high speed and implement before competitors.

3 Cross country and category comparisons

Use the same Simstore Dialogue platform across products and across markets, facilitating

comparisons of optimal sales dialogues.

Increased decision support

Real and valid pre-testing. Optimizing the dialogue will maximize business opportunities.

Key benefits for companies turning to innovative research tools

12

Cost efficient - (e.g. Reach difficult target groups)

Research feasible on patient group otherwise extremely difficult to reach – the dialogue between

patient and physician (Rx segment)4


Assortment optimizationHow to select the optimal

assortment?

Planogram optimizationWhat is the impact of POS

materials or different shelf layouts?

Shopper decision treeHow to influence consumers along

their shopper journey?

Overview of virtual research solutions

Product LaunchWhat is the sales potential of

a new product?

Pack EdgeWhat is the impact of a new

pack design?

E-commerce optimizationHow does e-commerce change

consumers’ decision making?

Pricing strategyHow to optimize profitability

and win market share?

assess innovations with virtual research · assess innovations with virtual research rethink health...

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